Paid vs. Free: What Are The Best Analytics Tools For Your Marketing & Advertising Requirements?

The Panel
Rod Jacka
Managing Director, Panalysis

Alex Crompton
Senior Manager, Web Marketing, Aussie

Jonathan Kerr
Associate Director eCommerce, Budget Direct

Matt Langie
Director Product Marketing, Omniture (Global)

Christian Bartens
Managing Director, Datalicious

Customer data journey

To transac/onal data To reten/on messages

From prospect
Purchase

Time

To customer

From behavioural data

February 2010 Datalicious Pty Ltd

From awareness messages

3

Corporate data journey

Stage 1 Stage 2 Stage 3

Third par8es control most data, ad hoc repor8ng only, i.e. what happened?

Data is fully owned in-house, advanced predic8ve modelling Data is being brought in-house, shi@ towards and trigger based insights genera8on and marke8ng, i.e. what will happen and data mining, i.e. why making it happen! did it happen?
Time, Control

Sophis8ca8on

February 2010

Datalicious Pty Ltd

The Right Questions to Ask!

Free vs. Paid

2010 Adobe Systems Incorporated. All Rights Reserved.

What is Your Business? Media 3D Modeling

Video Publishing
Payment Transactions

Classifieds
Translation Services

Image Publishing

Software Dev Tools

Telecom
Operating Systems
Mapping Services
Directory Services

ISP
Online Advertising Book Publishing
Mobile Apps

Office Apps
Social Media Web browser development
2010 Adobe Systems Incorporated. All Rights Reserved.

Financial Publishing

Compete with Google

2010 Adobe Systems Incorporated. All Rights Reserved.

Legal Risks?

Legal Exposure Indemnification Compliance Risks Signing Authority

2010 Adobe Systems Incorporated. All Rights Reserved.

Integration ?
eC er mm o ce

Look for

leverage points
2010 Adobe Systems Incorporated. All Rights Reserved.

Thinkstock images

Service & Support?

Industry Best Practices

Implementation & Deployment Business & Outsourcing Services Deep vertical expertise

Thought-leading Education
Courseware Catalog & Certification Customized Content & Delivery

Direct Service
24x7 Global Tech Support Twitter Care Personalized Account Management

2010 Adobe Systems Incorporated. All Rights Reserved.

Actual Customer Examples

Jonathan Kerr Associate Director eCommerce A&G Insurance Services

2010 Adobe Systems Incorporated. All Rights Reserved.

Know more, do more

A company built on stats
Underwriting culture applied to marketing / eCommerce Everything we do is measurable Perfect culture for web analytics Invest in knowledge/information

Test, Test, Test, Test .

Understanding correlations High quality / fast data required (Cant wait a day)

Not waiting, innovating

Need the tools to move with us Part of the roadmap Independence
2010 Adobe Systems Incorporated. All Rights Reserved.

Project Examples: 3600 View

Online Started Call Centre Sales

Dec 2006 We want this March 2007 Live Full sub-relations everything tied together in Omniture Suite Continue to push this further
2010 Adobe Systems Incorporated. All Rights Reserved.

Project examples: Campaign Stacking/Unified Sources We run

SiteCatalyst Discover Survey SearchCenter Genesis/Dreammail

Campaign Stacking / Unified Sources

Live since January 2008 Surprised everyone Interrelations remarkable Added to our 3600 view People are peculiar

2010 Adobe Systems Incorporated. All Rights Reserved.

Integration / ROI
Best General Insurance Product, Australian Banking & Finance Awards 2009

To leverage our data

We need the whole story Innovation / Integration Community Partnership / Support

ROI
Very Effective Marketing Spend Best Value = Conversion = Profit
2010 Adobe Systems Incorporated. All Rights Reserved.

Car Insurance Australia 2007 - 2010

Best Large Australian Contact Centre, ATA Awards 2009

Thank You

Questions?